| Title | AUDI TT BROCHURE HACK |
| Brand | AUDI |
| Product/Service | AUDI TT BROCHURE HACK |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
RAZORFISH Berlin, GERMANY
|
|
Advertising Agency
|
RAZORFISH Berlin, GERMANY
|
|
Production Company
|
NOVALIA Cambridge, UNITED KINGDOM
|
Credits
| Preethi Mariappan |
Razorfish |
Chief Creative Officer |
| Chris May |
Razorfish |
Group Creative Director |
| Yasushi Zonno |
Razorfish |
Associate Creative Director |
| Daniel Righi |
Razorfish |
Senior Art Director |
| Diego Margini |
Razorfish |
Art Director |
| Henrik Oestergaard |
Razorfish |
Motion Graphics |
| Marco Koeppel |
Razorfish |
Software Developer |
| Anna Dressler |
Razorfish |
Social Concept Developer |
| Fay Kornmeier |
Razorfish |
Junior Social Concept Developer |
| Caren Erhardt |
Razorfish |
Account Director |
| Tobias Hering |
Razorfish |
Senior Project Manager |
| Dr Kate Stone |
Novalia |
Founder |
| Madeleine Kelleyan |
Novalia |
Project Management |
| Fred Lemoal |
Novalia |
Engineer |
The Brief
The third generation of the Audi TT is the perfect combination of design and performance. It is the first model to feature a digital display called the Virtual Cockpit — the main product point for the new model.
Our task was to inspire customers with this futuristic feature and appeal to their progressive profile by giving them a premium innovative experience.
The challenge was to do it with the conventional sales brochure — still the main touch point for millions of Audi buyers in the pre-sales process.
Audi TT Brochure Hack is an innovative activation initiative where we brought a unique digital experience to the physical world for Audi customers.
Every year Audi prints thousands of brochures, but this direct touch point is rarely leveraged in an innovative way. We were able to turn this into a great opportunity to really showcase features using interaction, storytelling and a little bit of tech magic.
We wanted people to feel excited about the TT, it’s pretty hard to do that with a standard brochure. With this idea customers get to experience an important feature of the New TT, not just read about the specifications.
This piece of work shows how we can close the gap between virtual and physical worlds in a way that delivers real value to customers and transforms how Audi can engage with experiential promotional material.
Using conductive print technology developed www.novalia.co.uk, a conventional sales brochure became a smart surface, enabling haptic feedback letting you explore every aspect of the virtual cockpit.
A battery powered Bluetooth chip transformed every touch on the paper into a rich product demonstration between your mobile and the brochure. Voiceover was incorporated to enhance the experience and help you understand each feature.
You could also configure external features of the car such as paintwork, wheels and headlights and book a test drive.
Based on the success of this project Audi plan to rollout this brochure feature to other Audi models that feature the Virtual Cockpit, such as the New Audi R8 and Q7.
This tech hack turned a static brochure into a magical storytelling platform leading to:
• 80% syncing the brochure with their phone.
• 100% touch rate on every hotspot.
• 1000’s of shares claiming Audi’s progressive image.
• Featured on a prime-time tech show.
It got customers one-step closer to driving the New Audi TT by letting you feel the magic of the Virtual Cockpit for real, you could also book a test drive directly from your mobile.
Based on the success of this project Audi plan to rollout limited edition brochures to other models that feature the Virtual Cockpit, such as the New Audi R8 and Q7.